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Benefits of Using a Heatmap Tool

Written by: Neima Chowdhury
July 11, 2018 • 5-minute read

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To leverage the power of your website in terms of lead generation and conversion, you need to understand how your visitors interact with your site. Discover the benefits of using a heatmap to solidify your digital marketing strategies.

What makes your visitors stay? What makes them leave? What interests them? What do they ignore?

Determining these things will guide you in identifying what aspects of your website you need to improve.

Fortunately for digital marketers, there are plenty of digital marketing tools that can assist in analyzing and improving websites for better conversion. One such tool is called a heatmap.

What is a heatmap?

A heatmap is a software that provides a graphical representation of your visitors’ interaction with your website. It monitors and tracks what people click, tap, and view on your website.

To further understand how it can help you enhance your website and get more conversions, let’s identify the standard features of a heatmap and how they work.

Click heatmap

A click heatmap visualizes the most clicked or tapped elements in your website. With this feature, you can quickly determine the element or type of content that interests your users the most.

Scroll map

The scroll map tells you how far users scroll down on the different pages of your website, which can help you determine the correct length for your content. Like the click heatmap, the scroll map presents data visually.

Hover heatmap

As its name suggests, the hover heatmap shows where the visitors hover their cursors on the screen. This gives you a glimpse of which elements within your website attract visitors the most.

Other heatmap tools offer more advanced features such as recording and replaying your visitors’ sessions. The eye-tracking heatmap is already available in the market but is more expensive due to its technology and software requirements.

Meanwhile, heatmap tools that have the standard click, scroll and hover features are often offered either for free or at a very low price.

What are the benefits of using a heatmap tool?

A heatmap tool helps you monitor and understand your visitors’ journey. Other benefits of using this tool are as follows:

Easy to analyze

A heatmap is more accessible to analyze than other analytics tools because it is more visual. It uses colors to represent different types of data.

For example, a heatmap typically overlays red and orange colors to the parts of your website that visitors interact with the most.

Meanwhile, green and blue are used for elements that do not get the desired attention.

The use of color-coding makes the heatmap tool easy to understand, even if you are not that familiar with analytics.

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Serves as a guide to optimizing your website

A heatmap tool can help you identify problems in your website by simply tracking your users’ activity and giving you a glimpse of their behavior.  It is instrumental in determining how effectively essential elements are positioned on your website.

For example, the heatmap tool can reveal whether a non-clickable image on your website gets more clicks than your call-to-action (CTA) buttons.

Using this insight, you can optimize your website by designing a more compelling CTA button or making the photo clickable.

Furthermore, if your heatmap tool shows that users do not scroll that far down on certain website pages, you might want to consider trimming down the length of the content on that page and then placing the CTA button at the top fold of the page.

Aside from these examples, there are other numerous insights that you can generate by using a heatmap tool. However, it is also important to remember not to draw conclusions based on data from a single source.

Use a heatmap tool in conjunction with your existing analytics tools for more accurate results.

Schedule a free, no-obligation discovery call with us today to learn more about leveraging tools for your marketing strategy.

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Neima Chowdhury
Neima Chowdhury
StraightArrow Alum Neima Chowdhury enjoys creating written and verbal content for various media platforms, for all stages of inbound marketing, and helping clients deliver their brand messages. When she’s not working on new content, you’ll find her either reading, listening to music, or watching the latest Korean drama.



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